Consumers behavior and attitude of E-commerce in Mongolia, concerning shopping online.

In recent years, a number of consumers to purchase online shopping has been sharpened due to the rapid development of internet and e-world. In Mongolia, a number of companies, entrepreneurs and individuals who run their business in a trending way of e-commerce and e-business, has been also increased and it seems that the number will be accelerated in future even though this market is only in its initial stage of development. It would be useful for the marketing strategy of companies and entrepreneurs to realize consumers behavior and attitude toward online business and stores. Therefore, this research aims to First, determine key factors that influence Mongolian Consumers behavior and attitude toward online shopping Second, find out correlations between demographic factors and the key factors Third, provide a list of suggestions to improve the efficiency and productivity of Mongolian online retailers. Based on the theoretical framework of TAM and TPB models, the research model is constructed with moderating effects of tangible facility and innovativeness. The questionnaire to find out Mongolian Consumers behavior and attitude of E-commerce in Mongolia, concerning shopping online was elaborated and a total of 376 responses were successfully received through social media, google.doc and Data analysis and its result are analyzed and discussed.